Dive Brief: 

• Registrars launched a PR blitz around New York City Wednesday to celebrate the public opening of the .nyc domain name. 
• Nuestar is getting in on the action by launching an event at Madison Square Park and putting out five taxis— one for each borough— equipped with iPads that explain the launch. 
• The world's largest domain registrar GoDaddy has commissioned a banner on the side of a barge running up and down the Hudson river that read ".NYC Domains At GoDaddy, Shhh – Don't Tell New Jersey." 

Dive Insight: 

A new domain name could be grounds for launching a new marketing campaign for brands that are able to snag an .nyc spot. Even brands that are already established can benefit from having more real estate on the web, especially if a brand is proudly New York City-based.